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Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →Greubel Forsey topped the reported 2023 ranking of watch brands by implied average retail price, at CHF 313,725 per watch. Richard Mille followed at CHF 275,000. These figures come from Morgan Stanley and LuxeConsult’s 2023 industry report, as relayed by Jamie Weiss in a Time+Tide article published 5 March 2024; they are historical brand averages, not current prices for individual watches.
Which watch brands had the highest average prices?
The ranking below covers the Swiss brands listed in the referenced top-50 industry report. Time+Tide describes its figures as implied average retail price per watch, excluding VAT. In the article’s explanation, the average reflects brand revenue divided by the number of watches sold. The values are therefore an average across each brand’s product mix—not a like-for-like comparison of specific models.
| Rank | Watch brand | Implied average retail price per watch (CHF, excluding VAT) |
|---|---|---|
| 1 | Greubel Forsey | 313,725 |
| 2 | Richard Mille | 275,000 |
| 3 | Jacob & Co. | 84,945 |
| 4 | F.P. Journe | 78,944 |
| 5 | Audemars Piguet | 48,456 |
| 6 | A. Lange & Söhne | 47,655 |
| 7 | Van Cleef & Arpels | 41,121 |
| 8 | Patek Philippe | 39,990 |
| 9 | Vacheron Constantin | 38,740 |
| 10 | H. Moser & Cie | 36,934 |
All ten values are reported for 2023 by Morgan Stanley and LuxeConsult, as presented in Jamie Weiss’s Time+Tide article of 5 March 2024. The underlying report is not the direct source for this account, so the figures should be understood as Time+Tide’s reporting of it.
What the ranking says—and what it does not
The top two sit well above the rest
Greubel Forsey’s reported average leads the list, with Richard Mille second. The third-place figure for Jacob & Co. is substantially lower than Richard Mille’s, making the gap between second and third a striking feature of this ranking.
#1 Best Overall
- STYLE: This Michael Kors Slim Runway mens watch features a black sunray dial, three-hand movement and black stainless steel bracelet
- CASE & DIAL: This watch for men has a round 44mm stainless steel case with a black dial; mineral crystal face resists scratches
- WATCH BAND: A mens wrist watch with a black gray stainless steel bracelet band; 22mm band width; links can be removed for a customized fit
- PRECISION TIMEKEEPING: A men's watch with Quartz movement and three-hand analog display; imported
- SWIM-READY Water Resistant: This wrist watch for men is wearable while swimming in shallow water up to 50m (165ft); 5 ATM
These are brand averages, not model prices
A brand-level average combines the watches included in its sales and revenue figures. It does not tell you the price of a representative reference, how much a particular watch costs at retail today, or what a buyer would pay on the secondary market. Different product mixes and sales volumes also make these averages unsuitable for comparing equivalent watches.
The ranking is limited in scope and time
This is a report-based ranking of Swiss brands included in the referenced top-50 industry report, not a ranking of every watch brand worldwide. The figures describe 2023 and were reported in March 2024; they should not be presented as 2024, 2025, or current prices.
Rank #2
- Mens Wrist Watch: Features a classic big dial and quartz movement with stable quality. High hardness coated glass mirror is wear-resistant, scratch-proof, Butterfly double buckle ensures comfortable wear
- OLEVS Mens Watches: Unique Classic Design Analog Date Calendar Display Watch Window. Easy to Read, Classic Business Style, Stylish Casual Dress Watch, Stylish Gold Indexes and Round Case, finely designed, stand the test of time, handsome and outstanding
- Business Pointer Quartz Watch: Dial diameter is 1.6 inches (41 mm). Case thickness is 0.43 inches (11 mm), steel band width is 0.79 inches (20 mm), length is 8.66 inches (22 cm). The weight of the men's watch is 4.16 ounces (118 g)
- Fashion Gold Green Man Watch: Luminous Hands/Markers and Enlarged Date Window at Three o'clock, Stylish Watch with Roman Scale Bezel, Water Resistance Up to 30M: Usually, Suitable for Swimming, But not Suitable for Deep Diving
- Night-light Function：When Using the Luminous Pointer Function for the First Time, Please illuminate The Watch Under The Light for 30 Seconds to Activate the Luminous Function. Watch Chain Can Be Adjusted in Size
Why production volume needs context
Time+Tide reports that Greubel Forsey made 255 watches in 2023. That illustrates the small production scale discussed in the article, but volume alone does not establish why one brand’s average is higher than another’s. A brand’s average also reflects its revenue and the mix of watches sold; the ranking does not provide enough information to isolate the effect of any one factor.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to use the figures when comparing watches
Use this list to understand the reported position of a brand in the 2023 average-price ranking, not to set a budget for a particular watch. For a purchase decision, compare specific references on their actual current prices and availability, materials, complications, service support, and seller authorization. The ranking does not provide those model-level details, and current retail or resale prices require fresh checks.
Quick Recap
Rank #4
- Features a classic big dial and quartz movement with stable quality. High hardness coated glass mirror is wear-resistant, scratch-proof, Butterfly double buckle ensures comfortable weara
- Mirror diameter is 1.6 inches (41 mm), case thickness is 0.43 inches (11 mm), and band length is 7 inches (180 mm). The length of the watch can be adjusted, and it weighs 132 g(4.65 ounces). Maximum applicable to about an 8-9" wrist
- Luminous function can be activated by illuminating the watch under strong light for 30-40 seconds, providing a new visual experience at night. Manual includes detailed instructions for adjusting time and calendar
- Fashionable and elegant design for any man who appreciates quality and style. Versatile and stylish men's watches are suitable for any occasion, including parties, work, daily life and dating
- Water resistance for daily life, waterproof to 100 feet (30 m), generally resistant to splashing or brief submersion, but not suitable for swimming or bathing
Rank #3
- STYLISH: This Armani Exchange watch features a gold sunray dial, gold-tone stainess steel bracelet, and chronograph movement
- CASE & MOVEMENT: A men's watch with a 44mm case, 22mm band width, scratch resistant mineral crystal, accurate quartz movement with chronograph analog display, imported
- DIAL: These men's watches feature a stainless steel case with a gold dial
- WATCH BAND: Wrist watches for men with a gold-tone stainless steel bracelet; links can be removed for a customized fit
- WATER RESISTANT MENS WATCH: Up to 50m (165ft); Wearable while swimming in shallow water; 5 ATM
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
